[article] 
inIndustrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp.1133–1143

Titre :	Corporate brand strategy formation : Brand actors and the situational context for a business-to-business brand
Type de document :	texte imprimé
Auteurs :	Vallastera Christine, Auteur ; Lindgreen Adam, Auteur
Année de publication :	2012
Article en page(s) :	pp.1133–1143
Langues :	Anglais (eng)
Mots-clés :	brand values  actors  situational context  social interactions
Index. décimale :	650
Résumé :	Prior literature on corporate branding in the business-to-business (B2B) context fails to provide insight into the dynamics of corporate brand strategy formation, despite the critical need for industrial organizations to move beyond a traditional understanding of brands. This article examines the corporate brand strategy formation of a European-based industrial organization by drawing on strategy-as-practice research and thereby identifying the brand actors who participate in corporate brand strategy formation, the construction of manifestations that subject the brand values to experience, and the situational context—all within a single, ongoing, recursive interaction process.
Note de contenu :	industrial marketing
DEWEY :	650
ISSN :	0019-8501
En ligne :	http://www.sciencedirect.com/science/article/pii/S0019850111001362

[article] Corporate brand strategy formation : Brand actors and the situational context for a business-to-business brand [texte imprimé] / Vallastera Christine, Auteur ; Lindgreen Adam, Auteur . - 2012 . - pp.1133–1143.
Langues : Anglais (eng)
in Industrial marketing management > Vol. 40 N° 7 (Special issue) (Octobre 2011) . - pp.1133–1143

Mots-clés :	brand values  actors  situational context  social interactions
Index. décimale :	650
Résumé :	Prior literature on corporate branding in the business-to-business (B2B) context fails to provide insight into the dynamics of corporate brand strategy formation, despite the critical need for industrial organizations to move beyond a traditional understanding of brands. This article examines the corporate brand strategy formation of a European-based industrial organization by drawing on strategy-as-practice research and thereby identifying the brand actors who participate in corporate brand strategy formation, the construction of manifestations that subject the brand values to experience, and the situational context—all within a single, ongoing, recursive interaction process.
Note de contenu :	industrial marketing
DEWEY :	650
ISSN :	0019-8501
En ligne :	http://www.sciencedirect.com/science/article/pii/S0019850111001362